PROSPECTS AND OPPORTUNITIES
Eco-friendly alternatives offer some potential for revitalisation within bleach
The bleach category suffers from a substantial disadvantage due to its reliance on chlorine - a material that is neither eco-friendly nor aligned with the current societal emphasis on sustainability and chemical-free products. The growing consumer preference for environmentally sustainable solutions presents a considerable challenge to players for the forecast period.
Balancing affordability and sustainability in bleach innovation
In addition to the efforts of smaller retailers, some online brands have positioned themselves in the premium segment, offering eco-friendly bleach alternatives at AUD24.95 per 900ml.
Competitive landscape needs greater dynamism to better engage local consumers
The declining performance of the bleach category has resulted in reduced competition, limiting consumer choice and decreasing market dynamism. To counter this, key players must focus on rebranding the market’s reputation by not only launching eco-friendly bleach products but also actively contributing to societal and environmental initiatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bleach in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bleach in Australia?
- Which are the leading brands in Bleach in Australia?
- How are products distributed in Bleach in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Bleach products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Bleach in Australia - Category analysis
KEY DATA FINDINGS
Bleach suffers declining demand as consumers continue to shift to healthier alternatives in 2024
Chlorine price volatility impacts category progress
Cost-of-living pressures and changing consumer habits further undermine growth for bleach
Eco-friendly alternatives offer some potential for revitalisation within bleach
Balancing affordability and sustainability in bleach innovation
Competitive landscape needs greater dynamism to better engage local consumers
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Competitive landscape
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What next for home care?
DISCLAIMER
Bleach
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bleach research and analysis database.
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